According to a recent study by Scarborough, Millennials, Americans age 18 to 29, are 53% more likely than all U.S. adults to feel that social media sites are very important for finding information about news and current events. The study provides marketers and advertisers with a tool to better navigate the digital generation by examining that 43% of Millennials identifed as a race or ethnicity other than white. Media engagement by younger people has evolved significantly over the past ten years. By examining the news consumption trends of American adults age 21-34* over the last decade, marketers, advertisers and media agencies can see the clear transition from traditional news media toward more digital media. Evolution from Analog to Digital (Adults 21 – 34) 2001 2006 2011 Traditional Daily Newspaper Avg Issue Readership 40% 35% 24% Listened to News/Talk/Information/ Personality Radio Past Week 15% 15% 14% HHLD Subscribes to Cable TV 67% 58% 52% AM Local TV News N/A 33% 32% Evening Local TV News N/A 42% 36% PM Local TV News N/A 26% 25% National/Network TV News N/A 24% 19% Digital Spend 20+ Hrs on Internet in Avg Week 8% 11% 20% Listened to Online Radio Past 30 Days N/A 13% 27% Internet News 33% 42% 44% Internet Sports Scores/Updates 18% 20% 27% Internet Financial Information/Services 19% 21% 20% Source: Scarborough USA+ Study, November 2012 Millennials are the first generation to internalize the concept of “glocalism.” Understanding that, due to technology, Millennials feel hyper-connected both to their local neighborhoods as well as to the world at large is essential to crafting outreach plans that resonate with their sensibilities. For Millennials, who they are and where they live are intrinsically linked. Targeting Millennials where they live ensures that your message is being heard. Millennials Congregate in Heavily Hispanic Markets Designated Market AreasIndex Top Markets (Millennials represent 34% more of the adult population of than in measured markets overall) Bakersfield, CA 134 El Paso, TX 131 Salt Lake City, UT 130 Harlingen, TX 126 Fresno, CA 121 Least Likely Markets (The Millennial population in Fort Myers, FL is 25% lower than in measured markets overall) Fort Myers, FL 75 Tampa, FL 81 West Palm Beach, FL 83 Harrisburg, PA 88 Toledo, OH 91 Source: Scarborough USA+ Study, November 2012 Millennials are more likely than any other generation to have diverse ethnic and racial backgrounds; 43% of Millennials identify as a race or ethnicity other than white as compared with 38% of Generation X and 26% of Baby Boomers. Millennial Heritage MillennialsGenerationXBaby Boomers % of PopulationIndex% of PopulationIndex% of PopulationIndexNon-Hispanic White 57% 83 62% 89 74% 107 Black/African American 13% 119 11% 104 11% 102 Asian/Other 9% 150 7% 122 5% 82 Hispanic 21% 149 20% 139 10% 72 Source: Scarborough USA+ Study, November 2012 AOL debuted chat rooms in the mid-1990s when the oldest Millennials were just 10 years old. They are the first generation to be raised with constant access to digital networking. Today, Millennials spend just over 82 minutes a day on social networking activities, 32 minutes longer per day than the average adult. It is an ingrained part of their lives that has become even more prevalent with the continued advancements in wireless technology. Millennials Are Extremely Social In the past 30 days, Millennials…Index 60% Visited a Friend’s Profile/Page 155 52% Commented on a Friend’s Post 164 49% Updated Their Status 209 48% Sent a Message or Email 149 41% Posted Picture(s) 181 39% Posted that They "Like" Something 176 39% Watched a Video 187 35% Updated Their Profile 211 24% Used IM 216 17% Followed or Became a “Fan" 192 Source: Scarborough USA+ Study, November 2012 Partially due to their lifelong ease of access to information, Millennials are the first American generation to expect news and current events to come to them. Though Millennials will thoroughly investigate stories that interest them, they expect news outlets to first reach out to them. When asked how they found out about recent major news events, Millennial responded identically – social media. By leading with recognizable brand instead of putting emphasis on platform, marketers can reach Millennial audiences in a way that resonates most with the ways in which they already consume news. Millennials are 53% more likely than all U.S. adults to feel that social networking websites are very important for finding information about news or other current events Millennial News Consumption Media MediaIndex % of Respondents Read a newspaper in the past week (print or e-edition) 52% Used the internet for local news (past 30 days) 118 34% Used the internet for national news (past 30 days) 30% Visited a newspaper website (past 30 days) 28% Used a mobile device to read a newspaper (past 30 days) 156 18% Source: Scarborough USA+ Study, November 2012 Millennials are nearly twice as likely as all U.S. adults to watch or download TV programs online and more than half of them subscribe to cable. Millennials are 18% more likely than all U.S. adults to have used VOD in the past 30 days. When advertising to this consumer through television, make digital media a part of your marketing mix, suggests the report. Millennials and TelevisionTelevision Viewing (Past 30 days) 35% visited a broadcast TV website (Index 117) 27% watched or downloaded TV programs online (Index 196) 41% own a DVR 30% used Video on Demand in the past 30 days (Index 118) 25% use VOD for TV shows (Index 125) Broadcast Networks (Watched past 7 days) FOX 57% ABC 55% CBS 48% NBC 39% CW 18% Cable Networks (Watched past 7 days) ESPN 28% History 26% Discovery Channel 26% TBS 25% Source: Scarborough USA+ Study, November 2012 A glossary of Millennial terms: